田汉大剧院的田汉文化品牌整合营销传播研究
发布时间：2018-09-19 14:20
【摘要】： 中国加入WTO后,文化产业面临的竞争环境将发生巨大的变化。在经过一系列的文化体制改革后,由事业制走向市场化经营的文化企业如何尽快提高对市场的应变能力、打造强势品牌已成为整个文化产业的首要任务。长沙歌厅演艺市场由于竞争的加剧从顶峰期走向转折,作为其代表的田汉大剧院如何能重新调整思路,并在成立集团公司后如何打造“田汉文化”品牌是一个至关重要的课题。 本文的选题正是研究如何将整合营销传播理论运用到具体的企业和品牌——田汉文化。首先对企业外部市场环境和企业内部的优劣势进行综合分析比较;然后运用品牌相关理论对其进行整合和重新定位;再通过运用整合营销传播理论结合企业实际确定田汉文化品牌整合营销传播的目标、定位和策略;最后制定整合营销传播的实施计划,并通过一系列保障措施及对实施效果的评价来提高企业的整合营销传播水平、提高企业的竞争能力。 本文的研究结果对于由事业制背景转向市场化经营的田汉文化集团来说,具有理论及实践的指导意义。将其直接运用到实际操作中,也可为公司品牌体系的搭建以及后续的整合营销传播管理创建一个良好的基础。本文以SWOT分析的方式研究企业,在整合营销传播的分析研究过程中创意性的提炼出田汉文化品牌的定位语和推广语,再造了品牌核心价值和品牌个性,提出了传播工具的组合应用策略,对整合营销传播工作进行了规划,并提出了建立传播中央集权管理体系、与IMC代理公司战略合作、培养具有核心能力的营销传播管理者等一系列建议,也将对类似企业和品牌提供一套有效的参考方法。
[Abstract]:After China's entry into the WTO, the competitive environment facing the cultural industry will undergo tremendous changes. After a series of cultural system reform, how to improve the ability to adapt to the market and build a strong brand has become the primary task of the whole cultural industry. Due to the aggravation of competition in Changsha Opera Hall, how to readjust the train of thought and how to build the brand of "Tian Han Culture" after the establishment of the group company is a crucial issue for Tian Han Grand Theater, which is the representative of Changsha Opera Hall, because of the aggravation of competition to turn from the peak period to a turning point. The topic of this paper is to study how to apply the theory of integrated marketing communication to the specific enterprise and brand-Tian Han culture. Firstly, the author makes a comprehensive analysis and comparison of the external market environment and the advantages and disadvantages of the enterprise, and then integrates and relocates the external market environment and the internal advantages and disadvantages of the enterprise by using the brand related theory. Then through the use of integrated marketing communication theory combined with enterprise practice to determine Tian Han cultural brand integrated marketing communication goals, positioning and strategies; finally, formulate integrated marketing communication implementation plan, And through a series of safeguard measures and evaluation of the effect of implementation to improve the level of integrated marketing communication and enhance the competitiveness of enterprises. The research results of this paper are of theoretical and practical significance to Tian Han Cultural Group, which changes from the background of institution system to market-oriented management. It can also create a good foundation for the construction of the company's brand system and the subsequent integrated marketing communication management. This article studies the enterprise by the way of SWOT analysis, in the process of analysis and research of integrated marketing communication, it abstracts the positioning language and the promotion language of Tian Han culture brand, reconstructing the brand core value and brand personality. The combination and application strategy of communication tools is put forward, the integrated marketing communication work is planned, the centralized management system of communication is established, and the strategic cooperation with IMC agency company is put forward. A series of suggestions, such as cultivating marketing communication managers with core competence, will also provide a set of effective reference methods for similar enterprises and brands.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J819
本文编号：2250381
[Abstract]:After China's entry into the WTO, the competitive environment facing the cultural industry will undergo tremendous changes. After a series of cultural system reform, how to improve the ability to adapt to the market and build a strong brand has become the primary task of the whole cultural industry. Due to the aggravation of competition in Changsha Opera Hall, how to readjust the train of thought and how to build the brand of "Tian Han Culture" after the establishment of the group company is a crucial issue for Tian Han Grand Theater, which is the representative of Changsha Opera Hall, because of the aggravation of competition to turn from the peak period to a turning point. The topic of this paper is to study how to apply the theory of integrated marketing communication to the specific enterprise and brand-Tian Han culture. Firstly, the author makes a comprehensive analysis and comparison of the external market environment and the advantages and disadvantages of the enterprise, and then integrates and relocates the external market environment and the internal advantages and disadvantages of the enterprise by using the brand related theory. Then through the use of integrated marketing communication theory combined with enterprise practice to determine Tian Han cultural brand integrated marketing communication goals, positioning and strategies; finally, formulate integrated marketing communication implementation plan, And through a series of safeguard measures and evaluation of the effect of implementation to improve the level of integrated marketing communication and enhance the competitiveness of enterprises. The research results of this paper are of theoretical and practical significance to Tian Han Cultural Group, which changes from the background of institution system to market-oriented management. It can also create a good foundation for the construction of the company's brand system and the subsequent integrated marketing communication management. This article studies the enterprise by the way of SWOT analysis, in the process of analysis and research of integrated marketing communication, it abstracts the positioning language and the promotion language of Tian Han culture brand, reconstructing the brand core value and brand personality. The combination and application strategy of communication tools is put forward, the integrated marketing communication work is planned, the centralized management system of communication is established, and the strategic cooperation with IMC agency company is put forward. A series of suggestions, such as cultivating marketing communication managers with core competence, will also provide a set of effective reference methods for similar enterprises and brands.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J819
【引证文献】
相关硕士学位论文 前4条
1 彭庆庆;长沙市生态旅游开发研究[D];湖南大学;2010年
2 李国鑫;晋商大院强势文化品牌构建研究[D];山西财经大学;2010年
3 赵展;“超星”之路[D];中央民族大学;2012年
4 李文婷;长沙歌厅与百老汇剧院比较研究[D];中南大学;2012年
，本文编号：2250381
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